Kenya Breweries Limited (KBL), through its flagship Tusker brand, has teamed up with Kenyan music star Bien-Aimé Alusa Baraza, known professionally as Bien, to unveil Base to Billboardz (B2B), a groundbreaking career accelerator designed to propel fast‑rising Kenyan artists to stardom.
From Local Stages to Global Platforms
Unlike traditional talent competitions, B2B is not a grassroots talent search or a winner‑takes‑all contest. Instead, it targets semi‑established artists who already show momentum — with released albums or EPs, live performance experience, at least one million streams, and a growing online audience of over 8,000.
Christine Kariuki, Head of Mainstream Beer at KBL, emphasised Tusker’s vision:
“Our goal is to grow homegrown talent from local stages to global platforms, reflecting Tusker’s spirit of unity, celebration, and cultural pride. By bringing artists together, we strengthen Tusker’s iconic legacy and champion the rise of Kenya’s next music stars.”
Bien’s Personal Mission
Bien, who leads the initiative, described B2B as deeply personal:
“Having walked the music journey myself, Base to Billboardz represents the opportunities I wished for when starting out. Many of these artists are already established, but what they need is that next level of recognition. This platform allows me to give back, share my lessons, and help nurture the next generation to reach heights they once only dreamed of.”
With over two decades in the industry — from Sauti Sol to his solo career — Bien brings credibility and mentorship experience, having already nurtured stars like Bensoul and Nviiri the Storyteller through Sol Generation.
The Selection Process
The journey begins with 30 artists shortlisted by Bien and industry experts from diverse musical backgrounds. Public participation and expert review will then narrow the field to six artists, who will form the inaugural B2B collective.
Six Months of Intensive Development
From February to July 2026, the selected artists will undergo a six‑month accelerator program. Weekly workshops will sharpen vocals, songwriting, and stage movement, while monthly masterclasses will cover the business side of music.
Artists will also gain access to professional studio sessions, listening events, and curated exposure opportunities designed to build confidence and prepare them for bigger stages.
A Collective Outcome
At the end of the program, the six artists will unite as a collective, releasing a joint album through a high‑profile launch event. They will also perform at Oktoberfest 2026, touring the country as part of Tusker’s entertainment lineup.
Tusker has a long history of championing Kenyan music through platforms like Tusker Project Fame, Nexters, and Oktoberfest. With B2B, the brand shifts focus from short‑term wins to long‑term artist development — reinforcing its role as a cultural catalyst.
Bien’s involvement underscores the project’s authenticity. As Kariuki noted, B2B is about more than music: it’s about building sustainable careers, shaping Kenya’s creative economy, and exporting Kenyan culture to the world.
